When To Use MMS In Your SMS Marketing

Hey it's Max from The Inbox Newsletter.

Are you using MMS in your SMS marketing?

Because if you're not, you're leaving easy revenue on the table…

MMS costs 3x more than regular SMS, and blasting them on every send will burn through your budget fast… But done right, it unlocks a whole new level of conversion.

Let's break it down.

The Net Profit Math

Here's a real AB test we ran for one of our clients recently.

Version A was a plain SMS. Version B was the same message with an MMS visual added.

The results:

• Revenue: Version B made 116% MORE revenue.

• AOV: Jumped from $64 to $86.

• Net Profit: Doubled from $309 to $658.

MMS costed 3x more per credit on this send. But the extra $24 in send cost printed an extra $349 in net profit!

If you're wondering when MMS is actually worth it, the general rule is the image has to move enough extra revenue to cover the cost AND still turn a profit.

If it can't do that, save the credits.

With that rule in mind, here are 4 sends where MMS consistently pays for itself.

1. New Product Drops

When you've got a new product to push, show it. People are way more likely to click through and buy something they can actually see.

Plus, customers want to see what they're buying before they commit.

2. Educational Infographic

Some things are faster to show than to explain.

A clean infographic gets the point across before they read a single word.

Use it for explaining how the product works, what's inside, or the kind of results people see. Anything where a paragraph of text would slow the message down.

3. The Meme

Most brands are too scared to be funny over text, which is exactly why it stands out.

A meme that fits your brand doesn't read like marketing, so people keep your number around instead of opting out the second they get bored.

Mars Men runs these constantly and it's a big reason their SMS doesn't get ignored no matter how often they send.

4. The Free Gift Reveal

We tested this for one of our clients recently. Version A was a plain SMS mentioning the free gift they were offering with purchase, while version B was the same exact message with a visual of the gift added.

Version B brought in 4x more revenue, because the visual makes the offer feel real instead of just sounding good!

The Final Takeaway

Bottom line is the math has to work with MMS. If you're unsure what to send, these 4 use cases are a great place to start.

Every MMS in your calendar should be earning its place!

If you want my team to audit your SMS program and run it for you, book a call here »

Email Inspiration Of The Day

Brand:
Kencko

Email Design:
https://drive.google.com/file/d/1IB6c44jzL69bYpFQ20xNO-EOSjn-LP8M/view?usp=sharing

Notes:

Love the food waste hook in the hero! Much more attention-grabbing than the 'product photo + BUY NOW' combo.

Reply to this email if you have any questions or further content you want covered.

Cheers,

Max Sturtevant

P.S
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